the light bulb is a lie (but the switch still works)

most people are sitting in the dark, waiting for a light bulb to go off.

somewhere in the back of their minds, they believe the perfect idea will arrive… whole, gleaming, & divine.

but that’s not how it works. not for products. not for anything really real.

the magic doesn’t show up at the beginning.

it emerges… slowly, unexpectedly through doing.